Brand Audit

on

Presented by
Nilotpal Maity( 08DR051)
IMIS- Bhubaneswar
 About TITAN
Titan Industries is the world's fifth largest and India's
leading manufacturer of watches. It has several popular
brands in its fold including Heritage, Aviator, Regalia,
Octane and WWF
The Titan portfolio has over 60% share in the domestic
market
Share in the organized watch market. To ensure a
dominant presence in the market the company has
showrooms in every nook and corner of the country that
caters to the needs of every every segment of the
people.
 Company History
 In 1984 the company was incorporated on 26th july at
Chennai.
 In 1992 an MOU was signed with Casio computer
company of Japan to manufacture 2million digital and
Ana-digital watches.
 In 1987 the company set up a manufacturing facility at
Hosur.
 In 1989 the case plant at Hosur was commissioned.
 In 1992 over 150 models were introduced.
 CORPORATE INFORMATION
 In 2002 Mr.Jeyakodi was appointed as a director of the
company.
 In 2003 Mr.Jacob Kurien tenders his resignation to the
company.
 In 2006 Mr. Harish Bhatt was being appointed as chief
operating officer in watches and accessories division.
 In 2007 Mr.Sunil Palliwal was inducted as additional
director in the board of the company.
 Titan re-inventing watches
brand with new tagline
Titan is planning to invest Rs.15 crore in the next two years
towards a re-branding exercise for its brand of watches.
Currently, the watch maker is ‘reinventing’ its brand with a
new logo and tagline ‘Be More’. Titan is re-inventing the
brand today through new designs, retail strategy and
advertising.
External marketing environment
• Competitive factors

• Technological factors

• Social factor

• Economic factors
Competitive factors
 Product
• Product type
– convenience
– shopping
– specialty
• Segmentation of TITAN Watch
– Based on price
– Market segmentation
– based on user category
 Brand profile of TITAN
• Edge
• Raga
• Octane
• Zoop
• WWF
• Heritage
• Orion
• Nebula
• Sonata
• Exacta
• Titan Bandhan watches
• Spectra
• Dash
• Regalia
• Fastrack
• Royale
• Classique
• xylus
 Product life cycle

Introduction : WWF, Orion, Maturity: Sonata, Fastrack, Dash

Zoop, Diva, Octane

Growth: Nebula, Insignia, Decline: Aqura

Raga, Royal, Regalia, Edge etc
 Place
• Objectives and intentions
– Broad basing their sales and marketing activities
across the country.
– In terms of town coverage, dealer network and new
approaches to communication strategy, especially in
non metros.
– Plan and implement sales and marketing activities to
achieve their targets.
– Fine tune all marketing inputs in terms of media and
other budgets to meet territory specific needs.
– Identify performance targets with specific responsibility
centres and improve cost effectiveness of it’s
operations.
Distribution channels
 MAJOR RETAIL FORMATS IN
INDIA
• World of Titan Showrooms
• Time Zone
• Traditional Outlets
• Non Traditional Outlets
MAJOR RETAIL OUTLETS, BHUBANESHWAR

MAYANK ASSOCIATES
794, SAHID NAGAR vani vihar ,JANPATH
751007
SGBL INDIA LIMITED
56, ASHOK NAGARJANPATH
751009
NIKHIL ASSOCIATES
MARUTI COMPLEX ,PLOT NO 516/1757SHOP NO. 7-10,
NEAR BIG BAZAR, PATIYA
751014
TITAN PRICING
• Pricing Objectives
3. Survival (i.e. Titan Exacta)
4. Market share (i.e. Titan Sonata)
5. Market skimming (i.e. Titan Nebula)
6. Product quality
• Pricing method
8. Mark-up pricing
9. Product line pricing
10. Promotional pricing
• Application of pricing strategy
12. Lower segment
13. 1000 plus segment
PROMOTION:-

3. Advertising
4. Sales promotion
5. Public relation

• Advertising media:
• Television
• Print
• Internet

• Titan brand ambassador:

• Titan Brand: Aamir Khan

• Sonata: Mahendra Singh Dhoni
• Raga: Gul Panag, Rani Mukherjee
• Xylys: Rahul Bose

Titan tagline: Be more

Fast track tagline: How many you have?
Public relation
•Gift concept
•Promotion On Occasions

Sales promotion
•Sponsorship
•Seasonality
•Promotion through Contests
 SWOT Analysis
• Titan has a domestic market
share in excess of 50 per cent,
in the organized watch market.
India's leading watch
manufacturer and the world's
fifth largest . Their global
sourcing and economies of
scale give a significant price
advantage and enable to offer
an easy entry for consumers to
the branded world at this price
point. Here we will focus on the
SWOT analysis of Titan.
 STRENGTH
• The Indian watch market is increasing rapidly & Titan is
the leader.

• Sonata is currently India's largest-selling watch brand.

• Market segments with large potential: women, youth,

children, sportsmen, the budget-conscious and, of
course, the big spenders.

• Successful story of Fastrack, Orion, Raga, Octane,

Xylys etc. The current year has seen the launch of the
children's range, Dash & Nebula (Premium class).

• 112 'The World of Titan' across 89 Cities and a chain of

to being present in over 5545 dealer outlets in 1470
towns across the country.

• Customer value and offered after sales service in a

showroom environment. Proper differentiation from
other.
 WEAKNESS
• Titan has no such
weakness, but it has lots of
product in watch. Which
don’t create brand equity to
a particular brand.
• Main USP is low cost
watch.

• Can’t utilize properly the

resources (domestic parts
suppliers).

• Distribution channel.
 OPPURTUNITY
• Growth of Indian watch market is very fast & huge
opportunity in organized watch market.

• Nearly 34 million watches are sold through grey market

channels.

• The second-largest branded player in the Indian watch

market is Timex, with a market share of around only 7%
& HMT remained into losses for last 5 years.

• Currently, sales in India stand at an low number of 25

watches per 1,000 people, compared with 250 watches
per 1,000 people in a developed society.
 THREAT
• Premium international watch brands
such as Swatch, Esprit, Tissot,
Longines, Citizen, Rado and Omega
entered in India.

• Now that the Indian market is widely

open to importations, it will be
extremely difficult for the Indian players
to maintain a sustainable growth.

• Too many players will dilute the market

& the profit margin

• Mobile phones acting as substitutes of

the watches.
 Conclusion
• The opening of the Indian market and the arrival of
premium Swiss brands has certainly led to Indian
consumers being exposed to global brands, styles and
various price levels. To the Indian consumers, the high
price of Swiss watches has helped them to realize the
value of Indian brands, particularly of Titan, which offers
equivalent quality, but at lower prices and with better
distribution and service. Titan has shown its
differentiation, and customer centric approach which
helped them to get the market.